Wave Social Media Quarterly Q2 2011 (Wavemetrix) -OCT11

Wave: social media quarterly

Q2, 2011: Keeping
up with consumer
interests and needs
via social media
7th July 2011

Contents

1 Executive summary 4

2
Using social media to raise awareness of a brand‟s
corporate social responsibility (Levi‟s, Body Shop, Budweiser) 9

3 Tailoring mobile marketing to meet consumer needs
Lynx, Nespresso, H&M, New Look)
(Reebok,
14

4 Meeting the challenges of “super-size” Facebook pages
(McDonald‟s, Snickers, Frito-Lay) 18

5 Trendwatch: Crowd-sourcing (Bombay Sapphire) 22

6 Trendwatch: mobile marketing
Hop movie)
(Illumination Entertainment‟s
28

31

Page 2 October2011
7th July 2009 Proprietary and confidential. All rightsAll rights reserved
Proprietary and confidential. reserved
Page 2 October 2009 Proprietary and confidential. All rights reserved

About Wave

• Wave: provides insight into the latest social media marketing – online, on
RSS and Twitter and in weekly emails via the Wave: website
• This document provides an overview of some of the most interesting
developments in social media marketing during Q2 2011
• It follows on from the Q3 2010 , Q4 2010 and Q1 2011 quarterly summary
reports previously released by WaveMetrix
• Our Luxury Brands‟ guide to Social media is also available

Page 3 October2011

1. Executive summary

Page 4 October2011

Brands are using social media to highlight their
charitable efforts
• In a world where consumers are
increasingly interested in the
corporate social responsibility of
brands, social media can be an
effective way of highlighting your
ethical efforts
• Brands are turning to social media
to promote their CSR:
 Unilever uses health tips to create an
“ethical” image in one of its target
markets, Brazil
 Levi‟s uses Facebook to engage
consumers with its eco-friendly
Water<Less jeans
 Body Shop updates consumers on its
charitable efforts to reinforce its long
tradition of ethical corporate governance
 Budweiser encourages it fans to save
water to develop a consumer perception
that the brand is socially responsible

Page 5 October2011

Mobile apps can bring a brand into everyday life,
but marketers must be wary of excluding people
• Brands like Reebok and Lynx have
successfully integrated themselves
into everyday life by allowing
consumers to share content around
exercise plans and nights out
• Other brands such as Nespresso,
H&M and New Look have released
mobile shopping experiences
• Many appreciate that these apps
make their lives easier, but issues
with functionality and availability
can result in consumers feeling
excluded by the brand

Page 6 October2011

Simple community management can keep large
fanbases entertained and on-topic
• During Q2, 2011, Wavemetrix
analysed “super-size” Facebook
pages which offer a unique challenge
due to the size and diversity of their
constituents
• Snickers and McDonalds use largely
simple posts which keep consumers
on-topic and positive
• Frito-Lay tried a rather more
elaborate approach with a Facebook
„like‟ World Record attempt:
 This resulted in massive engagement with
1,571,000 likes gained in a day
 However, a limited supply of giveaway
products and technical difficulties meant
consumer complaints overshadowed their
other efforts

Page 7 October2011

Crowd-sourcing is an effective way of positioning
your brand as a creative entity
• Facebook communities can be
tapped to provide inspiration for
creatives and get consumers
involved in the production process
• This report looks at one case
study as an introduction to crowd-
sourcing which will be investigated
further in our Q3 2011 summary
• Consumers are intrigued and
attracted by the interesting crowd-
sourcing concept:
 In our case study, Bombay Sapphire
enhanced their creative image by
making a 3D projection from consumer
submissions which was praised as a
“beautiful” and “amazing project”

Page 8 October2011

2. Using social media
to raise awareness
of a brand‟s
corporate social
responsibility

Page 9 October2011

By stimulating conversation on health, Unilever
builds up an “ethical” brand image in Brazil

Key takeaways

Unilever Brazil launched a campaign promoting the
benefits of healthy living and the improvements its
products can bring to consumers‟ lives

The “Cado gesto conta” campaign positions Unilever
as “caring”, “relevant” and “ethical” in one of its
target emerging markets

Unilever Brazil: % buzz by brand value
About the campaign ‘ Rubbish is money! Go
recycle ’ 79% of consumers
Brand Unilever Brazil see Unilever as an
Approach The “Cado gesto conta” campaign “ethical” company
involved Unilever‟s creating a
dedicated Brazilian Facebook page ‘ The most interesting
promoting the benefits its products conversation I have seen
can bring to consumers‟ wellbeing, as since I joined Facebook ’
well as providing health and
nutritional tips to its consumers
Facebook 73,000 likes
‘ Good health brings smiles ’

Click here for full story and analysis

Page 10 October2011

Levi‟s Water<Less jeans successfully promote
both socially responsible image and product

Key takeaways

Levi‟s is able to enhance its “charitable” image and
generate engagement with the product by promoting
its Water<Less line of jeans on Facebook

Posts on Water<Less generate four times as much
buzz around Levi‟s socially responsible image as
other posts

Levi‟s: % “socially responsible” buzz by
About the campaign ‘ Nice gesture never the post type
Brand Levi‟s Jeans
less GO LEVI‟S ’
Approach Levi‟s used Facebook to promote its
Water<Less jean range, which claim to
40% of responses to
use less water in production, and
included a count on its page of the
‘ I wear 501's all the time, Water>Less posts
love my 501's!!!! ’ talk of Levi’s as a
total number of litres of water saved
charitable brand
since the range launched
Facebook 4,540,000 likes
‘ Wow Levi‟s all the way
up!!! ’


Page 11 October2011

Body Shop uses social media to burnish its ethical
credentials

Key takeaways

Regular updates on Facebook draw attention to
Body Shop‟s involvement with charities and
emphasise the brand‟s ethical heritage

Consumers respond that they are “proud” of those
involved and say “well done” for their “fantastic”
work on the “Stop Sex Trafficking” petition

Body Shop: Top words used on Body
About the campaign Shop Facebook page
Brand Body Shop ‘ Let‟s hope all the hard
Approach Used their UK Facebook page to work we put in makes a
regularly update consumers on the difference ’
progress of the “Stop Sex Trafficking”
campaign to collect as many petition
signatures as possible, 735,889 in
total ‘ Fantastic. Well done to all
Facebook 55,000 likes who went!!! Such an
important cause and a
fantastic way to get people
involved ’
Posters wish Body Shop
“luck” with their “brilliant
Click here for full story and analysis work”

Page 12 October2011

With a simple campaign, Budweiser builds up its
CSR in an industry where it can challenging

Key takeaways

In an industry where brands can face social
responsibility challenges, Budweiser‟s “Grow One”
campaign helps build up its ethical reputation

Consumers reacting to the “Grow One” campaign are
much more likely to discuss Budweiser‟s social
responsibility than those responding to general posts

Budweiser: % social responsibility by
About the campaign post type
Brand Budweiser ‘ My best buds are helping
Approach Budweiser launched the “Grow One” 21% see Budweiser’s
save the earth ’
campaign with a dedicated Facebook campaign as socially
tab, in which they encouraged fans responsible
to stop shaving and save water ‘ So I can drink Bud and help
the earth, HELL YEAH!’

‘ Keep up the good
work!!!!! ’


Page 13 October2011

3. Tailoring mobile
marketing to meet
consumer needs

Page 14 October2011

Reebok Promise Keeper shows apps can be used
to ingrain the brand in consumers‟ everyday lives

Key takeaways

Apps which allow people to communicate with their
social group in an everyday setting, like an exercise
regime, allow a brand to incorporate itself in daily life

The Promise keeper app leads three quarters of
people to think Reebok is a “fun” brand and a great
“exercise partner”

About the campaign Reebok Promise Keeper: % discussion
‘ Yay! I kept my promise ’
Brand Reebok by brand value
Approach Reebok Promise Keeper app makes
people commit to exercise goals
‘ Thanks. I need all the
which are then shared with their
entire social network to try and help I can get ’
motivate them to fulfil targets
‘ Going to start my new
regime straight away ’
74% of
people think
Reebok is
fun and an
exercise
Click here for full story and analysis partner

Page 15 October2011

By catering to consumer interests, Lynx Stream
manages to create a branded sharing platform

Key takeaways

By enabling sharing through an app, Lynx is able to
build up a fun stand-alone branded community which
successfully engages its target segment, men

Lynx‟s app effectively engages men by allowing them
to share content from a night out with their friends

About the campaign ‘ Great idea. Be really Lynx Stream: % responses by gender
interesting to see how it
Brand Lynx works out ’ 49% of
Approach Lynx‟s Stream App allows users to responses
share videos, photos and status are from
updates from a night out with ‘ Looks like it could be pretty men
anyone they are socially connected cool to me ’
to via their mobile phone

‘ Cracking night with the boys ’


Page 16 October2011

If apps are not widely available or have technical
issues it can mean consumers feel excluded

Key takeaways

While mobile shopping is well received, marketers
need to be aware of consumers feeling “displeased”
and excluded by unavailability and technical issues

Positivity towards these brands‟ mobile shopping
apps is stunted by consumer complaints about
technical problems and that they “cannot get” them

About the campaign Mobile shopping: % sentiment by app
‘ Awesome. I want it! ’
Brand Nespresso, H&M, New Look
Approach All of these brands created mobile Between 28%
shopping experiences which allow to 41% of
‘ Your link takes me to an error
users to browse and purchase people
items through their phone page ’ respond
negatively to
these branded
‘ Why only for iPhone, what‟s apps because
wrong with Android ’ of platform
specific
availability
and technical
problems


Page 17 October2011

4. Meeting the
challenges of
“super-size”
Facebook pages

Page 18 October2011

McDonald‟s uses simply constructed poll to keep
Facebook discussion focussed on product

Key takeaways

Simple polls, such as the one comparing McDonald‟s
products, can keep discussion focused on a brand‟s
products

Analysis shows that consumers respond almost
entirely with product buzz when answering the
McDonald‟s poll

About the campaign McDonald: % buzz by response type
‘ BOTH BOTH BOTH BOTH ’
Brand McDonald‟s
Approach McDonald‟s asked its large Facebook
community which of its products
they preferred, the Big Mac or the
Quarter Pounder with cheese, and
‘ Big Macs are so good ’
the Big Mac came out on top

‘ None, full of rubbish! ’

Click here for full story and analysis 91% of discussion
is about product

Page 19 October2011

Snickers shows fun, simple and light-hearted
posts can effectively engage a large fan-base

Key takeaways

Snickers‟ community manager successfully engages
consumers with humorous comments and YouTube
videos with the tagline “you‟re hungry”

Conversation on the Snickers page is largely positive
and, although it focuses on post content, it also leads
to very positive buzz around brand and product

About the campaign ‘ This video has been
around for a LONG time and Snickers: % buzz by discussion topic
Brand Snickers ALWAYS makes me laugh ’
Approach Snickers update their Facebook
page regularly with classic YouTube
clips and funny observations in ‘ Wow I freaking love Snickers,
order to stimulate discussion on Yummy! ’
their Facebook page
‘ I'm gonna go buy a
Snickers!! ’
While discussion of
post content has a
large amount of
neutral discussion,
consumers are
extremely positive
Click here for full story and analysis about brand and
product

Page 20 October2011

Frito-Lay: is it possible to have too many
Facebook fans?
Key takeaways

Elaborate Facebook campaigns, such as Frito-lay‟s
world record attempt, can result in mass consumer
engagement with a brand‟s page

However, consumers reacted very badly to
technical problems and to Frito-lay running out of
free giveaway products

About the campaign ‘ Very disappointed that I Frito-Lay: % buzz by discussion topic
was here on time but you
Brand Frito-Lay were not so I didn't get the
Approach Recently broke the world record for deal ’
number of Facebook likes in a day
and offered 24,000 free bags of
crisps to reward its Facebook fans ‘ I‟m having problems
Facebook 2,160,000 likes getting it to load and when
it finally did it did not tell
75% of
me if it went through ’
discussion is on
the giveaway,
‘ Doesn‟t work ’ but it is largely
negative


Page 21 October2011

6. Trendwatch:
Crowd-sourcing

Page 22 October2011

Bombay Sapphire: utilising Facebook for crowd
sourcing can help gain a creative edge

Key takeaways

Bombay Sapphire asked its Facebook following to make
submissions for a 3D light show. The best was then
displayed on the side of a power station in London

By including consumers in the production process, the
Imagination campaign leads 46% of consumers to think
that the brand is “creative”

About the campaign Bombay Sapphire: % creative
‘ I LOVE IT! Amazing brand value by post type
Brand Bombay Sapphire project awesome event ’
Approach Bombay Sapphire‟s Imagination
campaign used it Facebook
Imagination
community to provide inspiration
posts lead
for a 3D projection show at ‘ Super concept! ’ consumers to
London‟s Battersea Power Station
see Bombay
Facebook 50,000 likes Sapphire as
creative
‘ Fantastic night, great
cocktails, very beautiful
projection!!! ’


Page 23 October2011

Further details

Page 24 October2011

WaveMetrix is the global leader in buzz research

Our analysts can only major social
• We are the
read, interpret
media monitoring company to
and classify capture buzz, but
not just
every actually read it
customer
comment, in any
• Our analysts can read, interpret
language from
and classify every customer
any social media
comment, in any language from
any social media
• We work with many of the
We work with
world‟s leading many of the
brands
world‟s leading
• Our clients choose us because
brands
we don‟t just measure buzz, we
help them understand and act
on it

Page 25 October2011

For more information:

info@wavemetrix.com
+44 (0)207 681 6257

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articles on the Wave: site. Here you
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Page 26 October2011

Wave Social Media Quarterly Q2 2011 (Wavemetrix) -OCT11

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